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Mba Ws1314 Session6 Essay

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Introduction to Management
Jun.-Prof. Dr. Christopher Schlägel

Example I: The different faces of L’Oréal

Beyoncé Knowles in Los Angeles

Laetitia Casta on Corsica

Fernanda Tavares in Brazil

Agbani Darego in Namibia

Charlize Theron in South Africa

Claudia Schiffer in Germany

Natalie Imbruglia in the United Kindom

Andie McDowell in New York

Gong Li in China

Source: SZ Magazin No. 16/ April 1, 2004

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Example II: Bikini dispute in Turkey Too much skin on Istanbul Billboards

Source: Spiegel ONLINE 05/2007.

3

Example III: Body care advertisements

Nivea in Europe

Nivea in the USA

Nivea in China

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Example IV: Collectivistic vs. individualistic advertisements

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What is Marketing?
Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. (Keegan/Green, 2008, p. 4) International Marketing describes the marketing activities of a company in more than one country. What are characteristics of international marketing? Higher Degree of Uncertainty Higher Complexity of Decisions Higher Need for Information Higher Need for Coordination
- e.g. due to political-, economic- and cultural risk - more parameters have to be considered - to reduce higher degree of risk, complexity of decisions - e.g. marketing activities in each country have to be coordinated, adjusted
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Marketing and Business Strategy
Porter’s Generic Strategies

Differentiation

Cost Leadership

Scope Narrow

Broad

Differentiation Focus

Cost Focus

Differentiation

Cost

Source of Competitive Advantage

Source: Porter (1980), Competitive Strategy: Techniques for analyzing industries and competitors. 7

Marketing and Business Strategy
A differentiation strategy requires marketing managers to develop products as well as pricing, promotional, and...

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